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2.
2
Get friendly with folks
Learn who your shoppers
are, what they like and
predict daily behaviors
without overstepping your
bounds or telling people
they are who they aren’t.
Innovate everyday
Stay on top of microtrends
and user behavior across a
diverse array of contexts
while staying true to your
authentic brand identity.
Focus on localities
Shoppers want to know
where their sustainable
products are coming from
and take advantage of
opportunities to support
community growers.Much like SXSW, Whole Foods has strong roots in Austin that
have grown over the years, expanding to global reach. Your
shoppers have their own personality. Don't hide it: embrace it.
1. Keep Whole Foods weird

3.
3
Keep me protected
Shoppers have entrusted
you with deeply personal
data — maintain that trust
and keep their data safe.
Don’t judge me
Let the shopper be in
charge of their choices
and don’t use their
information to make
insensitive suggestions.
Opt for optionality
Let the shopper decide
how connected they want
to be while providing high
value to every baseline
experience — everything
else is icing on the cake.Some shoppers are happy to share data to allow for a
seamless shopping experience, but know how much is too
much.
2. Be the good kind of
weird, not the creepy kind

4.
4
Know my dietary needs
Help make the shopping
experience easier and
more enjoyable for those
with food allergies or
health restrictions.
Know my preferences
Understand what
shoppers like and don’t
like, then use that data to
help them discover new
products they’ll truly love.
Know my history
Learn what shoppers are
purchasing, how much,
and how frequently to
predict future needs so
you can deliver solutions
that are meaningful.Help shoppers make decisions they didn’t know they wanted
to make without forcing their hand. Balancing dynamic needs
for convenience and discovery can lead to serendipity.
3. Show me you really know me
(even if you’ve never met me)

5.
5
Turn my smartphone
into my 6th sense
Enhance the shopping
experience by utilizing
technology before they
have a chance to reach
for it.
Meld online and in-store
experiences
Give the shopper the
ability to browse, discover
and order new products,
even when they’re out of
stock in the store.
Lift the cognitive
burden of shopping
Turn a typically
overwhelming task into
a simple, intuitive and
delightful experience.
Use technology to enhance the physical and sensory
experiences of your shoppers.
4. Engage senses, hearts &
minds at every opportunity

6.
6
There’s always more to
discover
The digital shopping
experience shouldn’t be
limited to ticking off items
on a list: always
recommend pairings.
Payment options at every
touchpoint
Integrate ways for
shoppers to pay how they
want and when they want,
in-store, at home and
everywhere in between.
Seamless connections
Allow shoppers to utilize
Whole Foods, Amazon,
and 365 properties at
once without having to
think about it too much
— the value props of each
brand will shine through.
Just because they aisle ends doesn’t mean their options do.
There’s always more to discover, you just need to help them
get there.
5. Deliver on the promise of
the endless aisle

7.
7
Tell the whole story
Don’t lose sight of the
people, locations and
cultures that help fill
your shelves.
Where did it come from?
Shoppers appreciate
knowing what growers
and farming practices
they’re supporting.
Fresh food now
Shoppers want locally,
sustainably and ethically
grown or raised products.
Let them know what’s
fresh and in season.
Doing what’s right for shoppers on a large scale can be
accomplished in small, considerate and meaningful ways.
6. Think global, act local to
the nth power

8.
8
Practice what you teach
Provide your employees
with comprehensive
training so they have the
tools necessary to
represent the brand.
A smile goes a long way
Enhance the shopping
experience with friendly
team member interactions
across all touchpoints.
Employees are experts
Use employee knowledge
to answer questions and
share expertise with
shoppers.
Employees are more than just hired help, they are a valuable
team members that can provide shoppers with information
and human touch that no technology can mimic.
7. Empower employees to
guide experiences

9.
9
Foster a culture of
innovation
Wear your reputation as
fearless innovators loud
and proud.
Build a framework across
all channels
Provide your organization
with tools and incentives
that enable individuals to
cultivate and implement
their best ideas.
Make shopping
frictionless
Find new ways to enable
your platforms have
conversations with each
other serendipitously.
Innovation never stands still. Use the tools (and humans)
you have to continuously innovate and improve.
8. Apply innovation
actively and on the fly

10.
10
Speak my language
Be as inclusive as possible
when it comes to shoppers
with different language
and physical limitations.
Limiting inclusivity means
losing out on
opportunities to learn and
grow. Natural language is
the way forward.
Value our conversations
like a good friend would
Technology shouldn’t just
respond back: it should be
able to ask questions and
gather more detailed
information from shoppers
to relieve burdens and
provide ideal experiences.
Please hear me and
understand me
Make sure your
technology doesn’t just
hear your customer, but
understands their needs,
wants and intentions.Communicating with technology should feel as familiar and
accessible as communicating with a real person.
9. Employ machines that
feel my pain

11.
11
Welcome new family
Engage the family and
keep the little ones in
mind to make shopping
enjoyable for everyone.
10. Wear your heart on
your apron
Embrace the humanity
Grocery stores are a little
chaotic by nature. Find
the ways to make that
chaos work to your
advantage and keep
shoppers happy.
Be your best self
Own your actions and be
grounded enough to learn
so you can pivot quickly
based on solid feedback.
Growth means change and change can mean chaos.
Stay human, humble and transparent.